Teens are abandoning Victoria’s Secret (LB)

pulse

October 22, 2018 5:49 PM

Victoria's Secret fell off the ranking of US teens' favorite clothing brands as part of a recent survey of teen spending habits by Piper Jaffray.

The brand has maintained a leading position in previous surveys, which Piper Jaffray releases twice a year.
The company has struggled in recent years and has been accused of alienating core customers with racy ads.

Teen shoppers are being turned off of Victoria's Secret.

Victoria's Secret has maintained a leading position in previous surveys, which Piper Jaffray releases twice a year. However, a drop in popularity among its young female shoppers meant that it didn't make it into the top 10 ranking this time.

It also appeared on the list of 10 retailers that teens are no longer shopping from for the second time.

Victoria's Secret has struggled in recent years and has been accused of alienating core customers with racy ads. Same-store sales numbers at its brick-and-mortar stores are down 5% so far in 2018 and flat overall.

Meanwhile, more body-positive brands such as American Eagle's Aerie have been gaining market share. first quarter of 2018. It also announced its plans to

Analysts are attributing Victoria's Secret's current woes to a brand image problem and say its rail-thin models fail to resonate with female customers. This is particularly evident in its annual runway show, which was recorded on Thursday and will air on December 2.

If you are a Victoria's Secret employee or shopper with a story to share please email mhanbury@businessinsider.com.

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